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The brand mindset : five essential strategies for building brand advantage throughout your company.

Author: Duane E Knapp
Publisher: London : McGraw-Hill, 2000.
Edition/Format:   eBook : Document : EnglishView all editions and formats
Summary:

Aimed at managers, not just marketers, a famed consultant presents a powerful prescription for understanding, building, and sustaining brand equity--based on the experiences of Starbucks, Citicorp,  Read more...

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Genre/Form: Electronic books
Material Type: Document, Internet resource
Document Type: Internet Resource, Computer File
All Authors / Contributors: Duane E Knapp
ISBN: 007134795X 9780071347952
OCLC Number: 182529966
Description: 1 online resource (xxiii, 277 pages)
Contents: Foreword. Preface. Acknowledgements. Brandictionary. Chapter 1: The BrandMindset Thinking Like a Genuine Brand. Chapter 2: An Introduction to the BrandStrategy Doctrine Process The Roadmap for a Genuine Brand. Chapter 3: The Brand Assessment. The Process to Evaluate Current and Future Brand Equity. Chapter 4: The BrandPromise The "Guiding Star" for Genuine Brands. Chapter 5: The Brand Blueprint The Architecture of a Brand. Chapter 6: Brand Culturalization Customer Service: "The Heart and Soul of Genuine Brands" Chapter 7: Creating Brand Advantage Leveraging and Maximizing Brand Equity. Chapter 8: brandstrategy.com Chapter 9: Brand Tools Organizing Your BrandStrategy Doctrine Process. Notes. Index.

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